Harvard Referencing style)
Type of assignment Individual assessment
Weighting 40% of the total marksfor this subject
Grading criteria: Assignmentspecific grading criteria –Refer to last page in this document
Intended Learning outcomes:
1
Research and evaluate an existing business; define its internal and external environments and identify a strategy to best
align the business’s internal capabilities with its external opportunities.
2 Research, define and argue a business case to justify a new product.
5 Communicate effectively through structured written argument in a professional report format.
6 Search for, locate and evaluate discipline specific information
Purpose and aims:
This assessment is designed to apply the knowledge and skills developed by the students to evaluating the external and internal
environment in which new product is to be realised and defining strategies appropriate to its realisation. The business concept
relates to a new product relevant to the company which forms the overarching focus of the learning activities of this section of
the subject. In this assignment, the student is expected to analyse the external and internal environments (SWOT), identify a
relevant strategy (S-0, W-O etc.), identify and describe a target market, and develop a suitable new product for the company to
introduce for this target market.
Description of assessment:
In this assignment, each of you must choose a company from the list of companies provided (see below for a list of companies).
You will choose a country (not Australia) that your company operates in and provide relevant background information and
analysis on both the company and country, and design a new product for the company to launch in that country.
You will need to provide a market description of the relevant market conditions that your company operates in. This might include
variables such as the prevailing economic conditions, demand and supply factors, and a description of the industry etc. for that
country. You will need to provide a referenced SWOT analysis for the company in that market, identifying the internal strengths
and weaknesses and external opportunities and threats of the company for the chosen market. The goal of a SWOT analysis is to
identify the critical factors that may affect your proposed business concept (or new product) and then build on your strengths to
reduce your weaknesses, exploit opportunities and avoid potential threats. You are also expected identify and describe using
marketing segmenting variables, one target market being served by your company.
Students are required to use 3 types of resourcesin the marketing plan:
1. Industry reports
2. Company reports
3. Prescribed textbook
Reference List:
Students are required to use the LTU referencing style and to list resources in alphabetical order using the LTU Harvard
Referencing Style. More information at: http://www.lib.latrobe.edu.au/referencing-tool/harvard

Description

Strengths, Weaknesses, Opportunities, and Threats (SWOT Analysis) is a matrix that is used as a structured method of evaluating the four mentioned elements of any organization. The analysis can be of a product, organization, place, industry, or a country. The matrix is important in analyzing how the internal elements (strengths and weaknesses) aligns with external business environment (opportunities and threats), in a bid to identify the position of the company in the market and how best it can exploit its business environment for future success (La Trobe Business School 2016). This report analyzes how Yamada Denki, one of the leading retailers in Japan, can introduce a new product, home robots, to the Japanese market.